That is why retailers from Wal-Mart to Target are willing to invest millions to lure those shoppers through the doors with prescription deals.

The medicines are usually low-cost, older generics, but they still are an investment for the stores.

"Discounted generics are a loss leader, similar to milk," said Robert Vosburgh, an editor at Supermarket News.

Family Fare and D&W Fresh Markets, both part of Spartan Stores Inc., joined the trend last fall.

The $2.5 billion Byron Township grocer and distributor the selection of more than 300 generic drugs to its customer base. Then, it tried a pilot program.

The drugs, which sell for $4 for a month's supply, are for conditions such as diabetes, asthma and heart disease.

Already, stores report business picking up.

"Our pharmacy customer is the most loyal customer in our stores," said Eddie Garcia, Spartan Stores director of pharmacy. "So the more customers we bring to the pharmacy, the better it is overall for business."

Drugs -- prescription and over-the-counter -- dropped to 17 percent, from 18.6 in 2006 a year earlier, as a share of all health costs.

The average household spent $481 on drugs in 2007, according to the U.S. Bureau of Labor Statistics. It's the lowest amount in three years. In 2005, the average cost was $521.

One reason for the decrease is the growing use of generics distributed by these low-price or free programs. Generics can cost as little as one-third the price of brand-name products.

About 67 percent of medications dispensed in 2007 were generics -- up from 63 percent the year before, according to the government's 2007 National Health Spending Report.

Helping employers

The savings could be more dramatic for businesses. Some are turning to the grocery retailers to help them manage prescription costs and increase services for their employees.

In November, Meijer and Troy-based 4D Pharmacy Management Systems announced a partnership that has Meijer providing "Be Well" benefits to 4D's employer clients.

Meijer customers with "Be Well" cards receive discounts on goods such as vitamins, organic foods and even sports equipment. Meijer also provides health screenings, immunizations, free Medicare reports and counseling with Meijer dietitians and pharmacists in stores and work sites.

"Anytime, we can find a way for customers to come back to the pharmacy, that relationship is priceless to us," said Nat Love, vice president, Meijer Drug Stores.

The Zeeland auto supplier's 1,900 employees who get their prescriptions filled at D&W, Family Fare and Glen's Market pharmacies, will see their co-pays reduced or eliminated. Gentex also will pick up the tab on $4 prescriptions.

Under the agreement, pharmacists visit the company to answer employees' questions about prescriptions and medicines. They also meet with a medical team from Holland Hospital to manage treatment.

The arrangement will save Gentex money and improve the health care for the employees, said Bruce Los, Gentex's vice president of human resources.

These programs are giving pharmacists a bigger role in health care, said Larry Wagenknecht, CEO of the Michigan Pharmacists Association.

"The pharmacist sees the patient more frequently than the doctor," Wagenknecht said.